CHAPTER III

RESEARCH METHODS

3.1 Population and Sample

Population of a research is defined as the people whom appeal to the

interest of the researchers in generalizing the outcomes of the research. Population

may be also defined as the total number of units (individuals, organizations,

events, objects, or items) from which samples are selected for measurement

(Kindy, et al, 2016). The population used in this study is female followers of

Petite Rabbit. Based on Instagram statistic, Petite Rabbit has 84.9% followers

which counted 9,254 in numbers. Define a sample as a set of respondents (people)

selected as representative individuals from a large population. Sampling is defined

as the act, process, or technique for selecting a sample (Kindy, et al, 2016).

From the population, researcher will draw a sample. The number of

sample is decided using Slovin Formula, as follow:

# ),+,-
!= = = 91,6237624&≈ 92
$%&' ( $%&(/.$/)(

N : Population size

e : Error tolerance

This formula is appropriate to use when the researcher does not have any

information about the population’s behavior and the research is an attempt to

discover it. Based on the calculation above, the sample size of this research should

be 92 respondents with margin of error 0.10.

The criteria used in research sampling are:

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1.! Female age 15-24 years old

2.! Followers Instagram Petite Rabbit (@petite.rabbit)

To select the sample from the population, the simple random sampling

which is part of probability sampling technique is chosen. It means the researcher

gives equal opportunity for each member of population to participate in the

research.

3.2 Data Collection Methods

3.2.1 Types and Source of Data

The type of this research is a quantitative research since the data obtained

will be processed using a statistical program. The type of this quantitative

research intends to examine the causal relationship between two or more

variables.

Data sources in this study are classified into two, i.e primary and

secondary. For primary sources, the data were obtained through questionnaires.

Whereas in secondary sources, the data were obtained through a number of

literatures such as journals and publication of private and government

organization that are relevant to the issues discussed.

Both types of data will be used in this research but the main one is the

primary data. Due to, the collection method of primary data allows the researcher

to obtain data that highly relevant to the on-going research. The secondary data

mainly used to build the research background and literature review.

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3.2.2 Data Collection

In this research, the primary data will be collected through survey. Survey

is a method that most suitable for quantitative research. Survey with questionnaire

allows the researcher to convert the response of the sample to numerical data that

can be analyzed using statistical software, like SPSS (Knapp, 2017). Researcher

created web-based survey where the link is spread through chatting application

and social media.

3.3 Operational Definition and Variable Measurement

3.3.1 Operational Definition

Table 3.1 Variables and Indicators

Variables Indicator Operational Definition
Should answer the following
question:

1.! I like celebgram that has

Likability (X1)
good looking.
2.! I like celebgram that has the
The affection for the 1.! Pleasing
power of strong
source as a result of the 2.! Affection
feeling/emotion.
source’s physical 3.! Veracity
3.! I like the celebgram that has
appearance and behavior 4.! Believable
the power to tell the truth.
4.! I think the celebgram should
(Priyankara, 2017).
be believable.

(Priyankara, 2017)

Should answer the following

Credibility (X2) question:
1.! Confidence
Credibility refers to 1.! I like celebgram that high
2.! Honest
communicator expertise, confidence.
3.! Sincerity
objectivity, or trust and 2.! I think that celebgram needs
4.! Strength
relates to the customer's to be honest.
belief that the endorser is 3.! I think celebgram should not
competent and will taking side.

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 Variables
provide the necessary
information that
consumer’s need
(Solomon, 2018; 306)
Indicator Operational Definition
4.! The celebgram should have a
good reputation.
(Priyankara, 2017)

Personality (X3)

Personality is a way of Should answer the following

thinking, feeling, and question:
typical behavior.
Personality embraces 1.! I think the celebgram should
moods, attitudes, and convey earnest.
1.! Courage
opinions and clearly 2.! I like celebgram that has
2.! Good look
expressed during the interesting and elegant look.
3.! Know-how
interactions between 3.! The celebgram should be
4.! Skill
people. This includes skillful.
behavioral 4.! The celebgram should have a
characteristics that good communication skill.
differenciate one person
from another (Priyankara, 2017)

(Holzman, 2019)

Should answer the following

question:

1.! I think the celebgram should

Attractiveness (X4) have a positive appearance.
2.! The celebgram should be
1.! Appearance
Attractiveness is a loved.
2.! Desire
quality that can make 3.! I think the celebgram should
3.! Attention
people interest and bring be able to steal customer’s
4.! Interest
desire to like a person. attention.
4.! I think the celebgram should
(Agam, 2017) be able to attract customer’s
interest.

(Priyankara, 2017)

1.! Knowledge Should answer the following

Expertise (X5) 2.! Experience question:
3.! Authority

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 Variables
Expertise is defined as 4.! Training
the extent to which the
communicator is
considered a valid
statement source.
(Hassan and Jamil, 2014)
Indicator Operational Definition
1.! The celebgram should have a
knowledge in this area.
2.! The celebgram should have
an experience in this service.
3.! I think the celebgram needs
to have a power to influence
me in choosing this service.
4.! I think the celebgram needs
to have proficiency in this
area.

(Priyankara, 2017)

Should answer the following

question:

1.! The celebgram should be

able to help me make a
choice.
Customer Purchasing
2.! The celebgram should be
Intention (Y)
able to increase the intensity
1.! Selecting
of my purchasement.
Purchase intention is a 2.! Purchasing
3.! The celebgram should be
kind of decision-making 3.! Using
able increase my usage
that studies the reason to 4.! Evaluating
toward the service.
buy a particular brand by 5.! Disposing
4.! I like the celebgram that able
consumer
to help me evaluate the
product.
(Shah, et al, 2012)
5.! I like the celebgram that able
to make me switch to the
service offered.

(Priyankara, 2017)

3.3.2 Variable Measurement

Variable measurements in this study used the likert scale. The construction

of Likert (or Likert type) scale is rooted into the aim of the research. A

respondents’ absolute agreement with the motif of topic may lie between the

two descriptive options provided on a 5 point scale (Joshi, et al, 2015). The

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indicator of variables are measure by using Likert scale, with the following

scoring criteria:

Strongly agree :5

Agree :4

Neutral :3

Disagree :2

Strongly disagree :1

3.4 Validity and Reliability

3.4.1 Validity

Validity is defined as the extent to which a concept is accurately measured

in a quantitative study. For example, a survey designed to explore depression but

which actually measures anxiety would not be considered valid (Taherdoost,

2016). The validity test in this study will be done by using the correlation pearson

product moment (r) to measure the closeness of the correlation between the score

of questions with the total score of the observed variables. The provisions used in

the validity test are when the significant value of the Pearson correlation is

smaller than 0.05 then the research instrument is declared valid, whereas when the

significant value of the Pearson correlation is greater than 0.05 then invalid

research instrument.

3.4.2 Reliability

Reliability, or the accuracy of an instrument. In other words, the extent to

which a research instrument consistently has the same results if it is used in the

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same situation on repeated occasions (Taherdoost, 2016). The reliability test in

this study will be done by using the statistical test of Cronbach’s alpha (α).

Reliability test will be using the statistical test of cronbach’s alpha (α) provided

that the variables studied are reliable if the cronbach’s alpha (α) value is over 0,7.

(Taber, 2017).

3.5 Data Analysis Method

3.5.1 Multiple Regression Analysis

This study using multiple regression analysis as the data analysis method

in order to determine the effect of two or more independent variables towards

dependent variable. Regression analysis is performed so as to determine the

correlation between two or more variables having cause effect relations, and to

make prediction for the topic by using the relation (Lind, 2015). The equation of

the model, multiple linear regression used in this study based on the regression

equation of Lind (2015) was:

Y = α + β1X1 + β2X2 + β3X3 + β4X4 + β5X5 + e

Y : Customer Purchasing Intention

β1–β5 : Regression Coefficient

α : Constants

X1 : Likability

X2 : Credibility

X3 : Personality

X4 : Attractiveness

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 X5 : Experience

3.5.2! Research Tests

3.5.2.1 Simultant Significance Test (F Statistic test)

F Statistic test is used to show that dependent variables or independent

variables have simultaneous influence towards dependent variable. When the F

value ≤ 0.05, it implicates that the independent variables have significant effect

simultaneously towards the dependent variable (Lind, 2015).

1.5.2.2!Partial Significance Test (t Statistic test)

T Statistic test is used to find out that the influence of independent

variables is partially significant to the dependent variable. If the coefficient of t ≤

0.05, it means the independent variables are significantly affect the dependent

variables (Lind, 2015).

3.5.2.3 Coefficient of Correlation (R) and Coefficcient of Determination (R2)

According to Cooper and Schindler (2014), coefficient of correlation (R) is

the level of relationship between two or more independent variables and

dependent variable. The R value ranges between 0 and 1. The relationship will be

stronger if R closer to 1 and the relationship will be weaker if R is closer to 0.

According to Cooper and Schindler (2014), coefficient of determination (R2)

shows the percentage contribution that is given by independent variables in

affecting the dependent variable. The R2 value is between 0 and 1. A small value

of R2 means that the ability of the independent variables in explaining variable

variations is very limited.

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3.5.2.4!Classical Assumption Test

The classical assumption test used in this study consist of multicollinearity

test, normality test, heteroskedasticity test, and linearity test. Each of the classical

assumption trials used in this study as follows (Ainiyah, et al, 2016):

a.! Multicollinearity Test

Multicollinearity test is used to determine existence of high correlation

between variables in a multiple regression model. If there is a high correlation

between the independent variables, then relation between them of the dependent

variable will be disrupted. As such, a good regression model should not be a

correlation between independent variables, or may be mutually collinear but not

highly correlated. If VIF <10 and value of Tolerance> 0.10, then not

multicollinearity. Conversely, if the value of VIF> 10 and the value of Tolerance

<0.10, then there is multicollinearity in the research data (Ainiyah, 2016).

b.! Normality Test

Normality test is used to determine whether or not the normal distribution

of data. Good research data is data that has a normal distribution. The normal

distribution (bell shaped) means the data has spread evenly so that it can represent

the population. The normality testing can be done by Kolmogorov-Smirnov test. If

the value of p > 5%, then the data are normally distributed. Conversely, when the

value of p <5%, then the data were not normally distributed (Ainiyah, 2016).

c.! Heteroscedasticity Test

Heteroscedasticity test is used to test there is a regression model residual

variance inequality from one observation to another observation. Regression

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formula obtained by assuming confounding variables (error) has a constant

residual variance (range of errors approximately equal). Heteroscedasticity occurs

if there is residual variance is not constant. The regression model to be good if

there is not heteroscedasticity. Heteroscedasticity test can be done with the Glejser

Test method. The Glejser Test is performed by regression between the

independent variables and absolute residuals as the dependent variable (Ainiyah,

2016).

d.! Linearity Test

Linearity test is a test used to find out whether the variables connected are

in a straight line (in this case referred to as linearity). Simply put, the linearity test

is defined as the nature of the linear relationship between variables. That is, every

change that occurs in one variable will be followed by a change in the amount that

is parallel to the other variables.

Linearity test can be done by Sig. deviations from linearity in the ANOVA

Table. Sig. deviation from linearity shows what data is used as linear. If the Sig.

deviations from linearity is more than 0.05, then linear regression can be used to

explain the effect of existing variables (Ainiyah, 2016).

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